It’s striking how, in recent years, marketing professionals have gotten lost in popular buzzwords that became fads, such as branding, growth hacking, buzz marketing, viral marketing, digital influencers, and so many other practices. Marketing has this power to win over even the very people who conceive it, through actions that are not always positive for companies and that will rarely bring results unless they are carried out with the goals they need to achieve in mind from the start. When we look at each of them on its own, without fitting it into a strategic narrative that makes sense, it is of no use.
Marketing is analytical It’s almost redundant to talk about marketing analytics, since all marketing needs to be analytical to be marketing. Marketing analytics encompasses the processes and technologies that allow professionals to take actions and evaluate the success of each one. This is possible through metrics that define performance in each channel. Here, more well-known marketing terms come in, this time as a way to understand the process and improve results. Among them are ROI, CAC, conversion rate, LTV, attribution, PPC, and others. It is these and other numbers that tell you what is really working. You can’t be optimistic or pessimistic in marketing; you can’t rely on intuition or on what seems right. There is no glass half empty or half full: there is a glass with water in it.
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